You want even more knowledge and intensive working?
The workshops are the perfect addition to your SMX ticket. Every attendee will receive a participation certificate.
Instructor: Brad Geddes
Tuesday, 14th March, 2023
9:00 pm – 5:00 pm
Price: €895 excl. MwSt.
Even with all of the new marketing channels that have opened up over the years, Google Ads is still the core of many companies interactive campaigns. If your PPC campaigns are not running efficiently, it can have a drastic impact on your bottom line.
Join Brad Geddes for Advanced Google Ads education and discussion that will teach you not only the best practices, but also advanced concepts and strategies that are based upon a decade of research and testing.
The Buyer Journey
We start the day looking at how people search and the overall buying funnel. We will examine funnels for different types of companies. This information helps set the stage for the rest of the day as your keywords, ads, audiences, and attribution models all stem from how people search, research, and buy from your company.
Comprehensive Keyword Usage & Organization:
The absolute center of every Google Ads campaign is keywords. We’ll start this section by correlating keywords to the buying funnel and examining the user intent. While keywords are the lifeblood of PPC, perfecting your match types usage while controlling your negative keywords can drastically increase your overall revenue.
With the recent changes to match types, we’ll dive into how to manage search terms and organizational principles to maintain control of your search terms even though the match type changes.
For the advanced users, we will get into n-gram analysis and Levenshtein distance for query management and analysis.
Everything You Need to Know About Creating & Testing Amazing Ads:
There’s a reason it’s called Google Ads, Bing Ads, and Ad Groups: The only part of your account that a searcher sees is your ads. We’ll cover how to:
It doesn’t matter if you have 10 ads or 10 million; we will go through how to test individual ad groups and test at scale so you can pull customer insight data for your account.
Audience Targeting Strategies:
Audience targeting should be part of your PPC strategies. We’ll examine display remarketing, remarketing list for search ads, customer match, demographic targeting, and other audience options.
We’ll show how to create advertising strategies for your account that combines audience targeting data and other Google Ads features together to fine-tune your customer acquisition strategy.
We’ll relate these features back to the customer journey so you can fill your funnel with users based upon where you want to increase your funnel size.
Competitive Analysis
Your ads and marketing do not exist in a vacuum. Competitors are watching and changing offers or starting new promotions all the time. We’ll make sure you have answers to these common questions:
Leveraging Machine Learning
Machine learning is found throughout your Google Ads account, from broad match to Performance Max to automated recommendations. Sometimes automation can increase your account’s conversions, and other times, it can waste a lot of your marketing spend. We’ll examine various features that use machine learning and show how to properly use or test them to see how they affect your account’s data.
Open Q&A:
You will have the opportunity to ask questions as we go throughout the agenda during the day, and we will end the day with an open Q&A session so you can make sure your specific questions are answered.
Brad Geddes is the Founder of Certified Knowledge, a company dedicated to consulting, educating, and training marketers on Internet marketing theory and best practices. Not one to hold secrets, Brad is a prominent educator in the PPC industry.
